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Books > Business & Economics > Business & management > Management & management techniques > Organizational theory & behaviour
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The Business of Aspiration - How Social, Cultural, and Environmental Capital Changes Brands (Paperback)
Loot Price: R1,036
Discovery Miles 10 360
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The Business of Aspiration - How Social, Cultural, and Environmental Capital Changes Brands (Paperback)
Expected to ship within 9 - 15 working days
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The Business of Aspiration is about how consumers' shifting status
symbols affect business and brand strategy. These changing status
symbols, like taste, aesthetic innovation, curation or
environmentalism create the modern aspirational economy. In the
traditional economy, consumers signaled their status through
collecting commodities, Instagram followers, airline miles, and
busy back-to-back schedules. By contrast, in the aspirational
economy, consumers increasingly convey status through collecting
knowledge, taste, micro-communities, and influence. This new
capital changes the way businesses and entire markets operate, and
yet the modern aspirational economy is still an under-explored area
in business and culture. The Business of Aspiration changes that.
In this book, marketers will find examples, analyses and tools on
how brands can successfully grow in the modern aspirational
economy. The Business of Aspiration answers questions like, "what
is good for my brand long-term?", "how is this business decision
going to impact our culture?" or "what are the main objectives of
our growth?" Marketers will learn to shift their brand narrative
and competitive strategy, to create and distribute new brand
symbols, and to ensure that their brand's products and services
create both monetary and social value.
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